This post has been updated to include early results from Twitter partner Adobe at bottom.

Twitter took another big step in making its platform brand-friendly through its announcement of a new Ads API today, which will allow partners to manage marketing campaigns much more fully on the site.

Twitter tapped five partners (testing has gone on since January) for its beta testing: Adobe, HootSuite, Salesforce, SHIFT, and TBG Digital, and they’ve unveiled their own corresponding products. FORBES spoke with Salesforce.com about what the new offering will mean for brands and Twitter users moving forward.

At its most basic, the ad platform will allow brand managers and media buyers to spend more time on their paid Twitter campaigns’ key issues and less on the technical side, says Marcel LeBrun, senior vice president at Salesforce Marketing Cloud. “You don’t want to spend all your time uploading images and playing with headlines,” LeBrun says. “You want to get to what’s working or what’s not.”

According to LeBrun, the platform will help buyers with their ad copy, headlines, and targeting criteria. That in turn will cut down the time spent on manual buying on Twitter while also making it easier to track what’s performing well and either scale up or shut down elements that don’t cut it.

The average Twitter user will see this come into play in the promoted tweets and accounts recommended to them. Brands already pick to promote their content and different social handles to select groups of users based on search keywords and profile types. The hope with this platform, LeBrun says, is that the brands will be able to choose when to reach you more wisely and with content that you actually want to see—making you more likely to engage it and keeping users from being inundated by brand messages they don’t want.

For many users no ads will provide something that we truly want—we aren’t going on Twitter to engage with ads, typically, unless it’s to complain—but Salesforce was already helping its clients plan out the publishing of their videos, links, and notices and then track how each piece performs. Making that content easier to manage would theoretically improve the experience on both ends. That won’t be the case if brands use the increased efficiency to simply push out more--a risk Twitter noted is a major priority today.

On another hot topic for Twitter brands, security— following high-profile hacks of accounts for Jeep, Burger King, and with major hacks of firms like Facebook and Apple adding to the noise—LeBrun notes that Salesforce customers using Twitter have marketing credentials separate from the main social account credentials. That means that brands can give employees and their creative agencies access to publish marketing content without sharing their precious account passwords.

Salesforce’s major clients are playing with the ad platform starting today, and the company says it will roll out to all its clients (presumably with Twitter’s permission) as soon as it has worked out any kinks.

If his blog post is any indication, the new platform has Salesforce Marketing Cloud’s chief marketing officer and advocate Michael Lazerow pretty pumped up. In addition to Twitter’s API, the platform uses capabilities first developed by his old company Buddy Media’s acquisition from last February, Brighter Option; Lazerow joined the newly created Salesforce Marketing Cloud over the summer in a major acq-hire for Salesforce chief Marc Benioff. At the time, I spoke with Lazerow about the move and he expressed excitement over how his combined teams would be able to roll out new social marketing products quickly. Now just a few months later, Twitter’s announcement has given him one such chance.

[Update: Adobe has published a blog post with some early findings from testing it started last month with its own account and several customers like Levi Strauss and Threadless. Adobe was able to increase Twitter followers by 63% while saving $2.00, or about 60%, on the cost of each follower gained by paying to promote its accounts. You can read the full post here.]